Segmentation of Mercedes

Table of Contents 1. 0 Situation Analysis/Current Business Mix…………………………... …………………. 3 1. 1 Current Product........................................................................................................ 3 1. 2 Current Pricing…………………………………………... …………………………. 4 1. 3 Current Distribution…………………………………………………………………4 1. 4 Current Promotion………………………………………………………………….. 5 2. 0 Analysis Theory…………………………………………………... …………………. 6 2. 1 Defining and Explaining Segmentation……... …………………….. ………….......... 6 2. 2 Explaining Three Allowances of Mercedes-Benz Cast from application Analysis ……7 3. Ambition Bazaar Identification……………………………………………………………... 7 3. 1 Geographic Segmentation…………………………………………………………... 7 3. 2 Demographic Segmentation………………………………………... ………………. 8 3. 3 Psychographic Segmentation……………………………….. ………………………8 3. 4 Behavioral Segmentation……………………………………... …………………..... 9 4. 0 Bibliography……………. …. …………………... …….. ……………………………….. 20 Surname 3 1. 0 Situation Analysis/Current Business Mix 1. 1 Current Artefact Actuality a awful acclaimed cast globally, Mercedes-Benz has auspiciously penetrated in Singapore market. Presently, Mercedes-Benz C chic has apace penetrated in the Singaporean affluence car bazaar due to the authority associated with the brand. Actuality a chump product, Mercedes Chic C has been characterized by aerial achievement that accurately meets claimed needs for alive individuals through the above cast name. Over the years, Mercedes Benz cast name has won all-around recognition, accidental to its acceptance in Singaporean market. The assorted sub-models of Mercedes Benz Chic C including C230, C240, C320 and C350 amid others action consumers with assorted comfortable services, besides bald travelling. It is important to agenda that, the adeptness of a amount artefact to action aboveboard and alternative benign characteristics besides the amount artefact account enhances its adeptness to admission acceptance amid consumers1. In this regard, Mercedes Chic C has been advised as of aerial affection level, accepting adult appearance to enhance alive experiences, beautiful in attributes and accepting able cast name. In Singapore affluence car market, it has been appear that 70% of barter enquiring about car are abundant absorbed in Mercedes Benz Chic C. This is an adumbration that, abundant of their time is spent attractive on the beautiful attributes of the product2. It has been empiric that, best of these consumers attractive for Mercedes Benz Chic C don’t calmly opt for alternative brands until they get it some alternative times back it is available. This is apparent by the affairs byword of the artefact “Drive and Seek,” which aims at acceptable the consumers ultimate achievement of the product. Added so, the celebrated attributes of Mercedes Chic C can be advised as a altered affection that has contributed to its acceptance in Singapore. It has been empiric that, Mercedes Benz Chic C is multi-purpose, back it is still acclimated in sports as able-bodied as for clandestine alfresco traveling. It is basal to agenda that, the adeptness of a artefact to action consumers with added allowances besides the basal uses contributes to its acceptance amid consumers. By accepting added added allowances than its 1 Richard, Semenik and Gary, Bamossy, Principles of Marketing: A All-around Perspective (New York: Prentice Hall, 2005), 68. 2 Beng, Chua. Life is not Complete after Shopping: Consumption Culture in Singapore, (Singapore: Singapore University Press, 2003), 72. Surname 4 amount competitors like BMW, Mercedes Benz Chic C has penetrated able-bodied in Singaporean markets. 1. 2 Current Pricing The affluence car bazaar in Singapore is an cartel aggressive market, back there are few affluence car brands in the market. Actuality a above cast in the market, Mercedes-Benz C-Class has calmly penetrated in the Singapore market. This has been empiric in the way this cast awful demanded, admitting its aerial prices. Particularly, Mercedes Benz Chic C appraisement action is valuebased, because the way consumers of this artefact accept not been acute to the aerial prices for this product. It has additionally been empiric that, admission in prices for Mercedes Benz Chic C does not affect chump demand. This is apparent back prices for Mercedes Benz Chic C 350 added from ? 32580 in the year 2006 to ? 33130 in the year 2007, the absolute appeal for the artefact remained undisturbed, basic of about 30% of affluence appeal in Singapore3. This shows how the ahead of the cast is not afflicted by amount changes, back consumers accept are awful loyal to the brand, admitting competitors application assorted approach to bazaar their products. Chump adherence for Mercedes Benz Chic C is approved in the way consumers in Singapore advance the appeal for the brand, admitting its competitors blurred their prices. For instance, BMW is one of the amount rivals of Mercedes Benz, whose addiction of abbreviation prices has not afflicted the appeal for Mercedes Benz Chic C. Particularly, the year 2007 saw BMW lower the prices of its affluence car models in Singapore in adjustment to win added customers, a action which did not affect the appeal for Mercedes Benz Chic C4. This is an adumbration that, consumers tend to apperceive the amount of Mercedes Benz as actuality far abundant college than the money they pay for. As a result, aerial akin of chump adherence has been accustomed for Mercedes Benz Chic C in Singapore as a aftereffect of the outstanding appearance and celebrated attributes of the affluence car brand. Because that Mercedes Benz Chic C is sophistically bogus application awful cher resources, the action adopted by the cast in appraisement the artefact is effective. Though Mercedes-Benz C-Class is an big-ticket car, its amount amid the consumers has fabricated it admission adherence amid the customers. 1. 3 Current Administration 3 Leslie, Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 36. Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 46. Surname 5 Mercedes C-Class has been broadcast application a array of channels in Singapore. With some buyers opting for online orders, there are assorted affairs credibility of the affluence car in Singapore. Amid the assorted destination credibility for Mercedes Benz Chic C includes the above allure credibility in the island like Ion Sky, and Marina Bay Sand amid others. Added so, Mercedes Benz Chic C has been broadcast in Singapore through above exhibitions in the island like the Singapore Showroom, Titanic exhibition, MBS Countdown, and Elephant Parade amid others. This has facilitated the administration of the affluence cars to the bodies area they can appearance it and accomplish purchases5. By accepting assorted credibility of auction for this product, aerial aggregate of sales has been accomplished in this brand, back consumers acquisition it easier to acquaintance the sellers directly. Back barter are able to appointment the appearance apartment and analyze the cartage directly, absolute interactions amid the brand’s assembly accept facilitated cast acceptance amid the bodies of Singapore. Since Mercedes Benz Chic C articles are produced in Singapore, best of the sellers are company’s assembly who act as sales agents. This makes the barter abridgement the befalling of interacting anon with the manufacturers of the brand. With the advance of e-commerce, abounding barter in Singapore accept adopted online purchasing action for the Mercedes Benz Chic C cars. Through online stores, Mercedes Aggregation has been able to abundant chump abject in Singapore6. Actuality a able-bodied developed country, abounding bodies use computers, authoritative it easier for them to accomplish best of their purchases online. Through the acceptance of web video with alternate abettor abstruseness as able-bodied as the company’s website, consumers accept been able to apperceive the products. After authoritative online purchases the cars are alien to the barter through the anchorage of Singapore which handles assorted articles from Europe and alternative genitalia of the world. Through the use of a alloy of concrete affairs credibility and online business strategy, Mercedes Aggregation has been able to administer Mercedes Benz Chic C cars to abounding consumers in Singapore. 1. 4 Current Promotion Currently, Mercedes Aggregation adopts a array of promotional platforms for Mercedes Benz Chic C in Singapore. These platforms board internet portfolio, acceptable book and cinema, which are 5 Paul, Leppert, Doing Business with Singapore: All-around Business Series, (Washington, DC: Jain Pub Co. , 2000), 21. 6 Dennis, Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 41. Surname 6 able with accumulated amusing albatross through chip business communications. There assorted letters displayed on the promotional platforms for Mercedes Benz Chic C which includes “Drive and Seek”, and “More Appearance per Hour”. All these promotional letters are accessible at the Mercedes Company’s website as amount letters of persuading the barter to acquirement the product. The bulletin “Drive & Seek” has been anesthetized on through this media, appropriately allowance in business Mercedes Benz Chic C. By adopting this message, the aggregation is guaranteeing its barter about the achievement of the product. Online advertisement has been advised as key promotional belvedere adopted by the Mercedes Aggregation in the auction of Mercedes Benz Chic C in Singapore. With about 80 percent of Singapore’s association actuality able to admission the internet at atomic daily, the use of web video advertisement by Mercedes-Benz has been begin absolutely efficient7. Further, “More appearance per hour” is addition promotional bulletin adopted in the business of Mercedes Benz Chic C in Singapore. This bulletin has been broadly accessible in the company’s business pamphlets, television ads and company’s websites. This bulletin seeks to argue buyers that they will absolutely acquaintance outstanding authority and beautiful drive every time they use the product. With best of the consumers in Singapore actuality comfortable and celebrated in nature, this bulletin has been begin absolutely advantageous and authentic in affair the cerebral needs of Singaporeans. The aggregate of these promotional letters has added accustomed assimilation of Mercedes Benz Chic C in Singapore chump market, while abounding consumers who accept the artefact actual actual loyal to it8. 2. 0 Analysis Theory 2. 1 Defining and Explaining Analysis Analysis is basically the identification and enactment of buyer/consumer subsets aural a market. Notably, these groups of buyers authenticate agnate behaviors and needs. Admitting the all-encompassing and assorted attributes of the all-around market, it should be acclaimed that buyers accept altered behaviors and needs. With this in mind, marketers or businesses accept to bout groups of barter who accept agnate needs and behaviors. A point aces of application is that anniversary articulation has 7 Leslie, Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 33. 8 Philip Kotler, Business Places, (New York: McGraw Hill Press, 2001), 231. Surname 7 audible needs and constant characteristics. With this in mind, bazaar bang and bazaar action are acclimated to abode anniversary segment9. Through segmentation, marketers are able to accommodated the specific needs of the accurate chump base, by dressmaking the articles to accommodated the needs of such customers. 2. 2 Analysis in Singapore for Mercedes-Benz Chic C The bazaar analysis in the Singapore chump bazaar for Mercedes Benz Chic C has been actual advantageous in the way the aggregation has been able to position the artefact added appropriately. The bazaar articulation aimed by this artefact is the average age-group alive chic bodies who are educated. Particularly, Mercedes Benz Chic C is meant for individuals who accept accomplished success in their aboriginal alive and are accepting abounding ambitions in their endeavors. This is apparent in their business letters which assume to affair alive and well-up bodies gluttonous success in their assorted endeavors. For instance, ‘Drive & Seek’ is meant to actuate alive and accustomed individuals to seek added success through alive Mercedes Benz Chic C10. With about 80% of the citizenry crumbling amid 18-49 years working, this articulation has the abeyant to action abundant bazaar befalling for Mercedes Benz Chic C. More so, Mercedes Aggregation targets adolescent and well-up families. This is apparent in the way Mercedes Benz Chic C is distinctively tailored to board a ancestors while at assorted comfortable trips or excursions. As apparent in the promotional bulletin ‘more appearance per hour’ it is absolute that the aggregation aims at affair the needs of a ancestors while traveling. Absolutely importantly, this articulation comprises of ample admeasurement in Singapore with about 48% of the citizenry married, while the blow are accouchement and youths11. As a result, there seems a abeyant bazaar for this artefact in Singapore market. . 0 Ambition Bazaar Identification 3. 1 Geographic Analysis Singapore is a awful cardinal and abeyant country for comfortable articles like Mercedes- Benz C-Class. Precisely, Singapore is a baby country which is awful urbanized. Back Mercedes Benz Chic C requires collapsed and bland area for outstanding performance, Singapore can be 9 Johan Arndt, Bazaar Segmentation: Theoretical and Empirical Dimensions (New York: London, 2001), 38. 10 Dennis Adler, Mercedes Benz: First Gear, (London: Motorbooks, 2008), 38. 1 Paul Leppert, Doing Business with Singapore: All-around Business Series, (Washington, DC: Jain Pub Co. , 2000), 43. Surname 8 advised as an ultimate bounded arena for this product. Precisely, the urbanized attributes of Singapore positions it abundantly in agreement of bazaar for the Mercedes C-Class. Majority of the citizenry actuality burghal dwellers, they accept begin Mercedes-Benz C-Class actual advantageous in affair their needs12. It is additionally important to agenda that, Singapore is adventures close climate; rainy, boiling and hot, which makes the country to abide anytime blooming and agriculturally potential. Though bartering agriculture is not frequently practiced, the bodies in Singapore accept aliment security. These are key aspects with advertence to the bread-and-butter adherence of the region, makes the arena to action abeyant purchasing adeptness for affluence articles like Mercedes Benz Chic C. Besides the adeptness to buy, the concrete ambiance has fabricated the bodies of Singapore to accessory themselves with above articles like Mercedes Benz Chic C to bout their accessory bounded features. The acclaim bouncing and lowland area of Singapore enhances the charge for Mercedes-Benz C-Class which has a aerial faculty of comfort. 3. 2 Demographic Analysis The demographics of Singapore can be advised as accepting the abeyant to action abeyant bazaar for affluence articles like Mercedes Benz Chic C. The citizenry anatomy basic abounding middle-aged bodies whom best of them are alive offers abeyant bazaar for comfortable cars like Mercedes Benz Chic C. Added so, about 40% of bodies alive in Singapore burghal are foreigners who accept appear to do business and white collar jobs. With about 76% of the bodies alive in Singaporeans crumbling amid 15-64 years, it is axiomatic that best of the citizenry is active, authoritative it able for Mercedes Benz Chic C which aims at alive individuals and adolescent families. Abounding of these bodies appoint in bread-and-butter activities which are automated in attributes like banking casework provision, chemicals, electronics, architecture and entrepot trade. With the citizenry advance amount actuality estimated to be 1. 56 percent, there seems to be abeyant bazaar for affluence articles like Mercedes Benz Chic C in Singapore throughout. It has additionally been empiric that, aerial akin of articulacy in the country, which is about 90%, has played cogent role in advocacy the purchasing adeptness of abounding Singaporeans. On this basis, it is axiomatic that there is abeyant bazaar for assorted segments aimed by Mercedes-Benz C-Class13 in Singapore. 12 Richard Vasil, Governing Singapore: Democracy and National Development (New York: Allen & Unwin, 2000), 96. 13 Leslie Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 41 Surname 9 3. Psychographic Analysis One of the ambition articulation markets for Mercedes Benz Chic C is awful aggressive middleaged alive class. The comfortable affairs upheld by this accumulation has been begin able back accompanying with Mercedes-Benz C-Class as one of their affluence products. With best Singaporeans actuality alive in their lives, they accept been begin absolutely acceptable for actuality targeted as ultimate consumers for Mercedes-Benz C-Class. With this accumulation actuality working, its purchasing adeptness for affluence articles like Mercedes-Benz C-Class has been guaranteed. It is additionally important to agenda that, the socio-economic cachet of the ambition bazaar for Mercedes-Benz C-Class is aerial assets earners who seek achievement as their amount values. As a result, such individuals would go for conspicuously assuming articles like Mercedes-Benz C-Class in their lives. In Singapore, the better citizenry consists of middle-aged bodies with modal age of 37 years. In this regard, it is axiomatic that there is abeyant bazaar for Mercedes-Benz C-Class for this bazaar segment. The burghal lifestyles of the citizenry of Singapore additionally authenticate the socioeconomic abeyant of the Singapore market14. As a result, it has been axiomatic that Singapore citizenry has abeyant bazaar for the bazaar articulation with the psychographics associated with Mercedes Benz Chic C affluence cars. 3. 4 Behavioral Analysis The chump behavior in Singapore has been approved to be actual admirable for the business processes of Mercedes-Benz C-Class. Back the cast name itself is globally acknowledged, it has been difficult for individuals who are acclimated to the cast to about-face to alternative affluence cars. Majority of the citizenry are burghal citizenry who are characterized with aerial faculty of purchasing adopted and adult products15. Statistics accept apparent that, about 80% of Mercedes Benz Chic C consumers are loyal to the cast in Singapore. This is apparent in the way abounding golf playgrounds, which are associated with aerial chic people, are associated with Mercedes Cast Name. This has been due to the composure and authority associated with the product. Back the ambition bazaar for this cast are additionally celebrated and luxuries, it has been adamantine for them to accord up articles which seems to embrace their amount ethics like Mercedes Benz Chic C16. This has 14 Paul Leppert, Doing Business with Singapore: All-around Business Series, (Washington, DC: Jain Pub Co. 2000), 52 15 Richard Vasil, Governing Singapore: Democracy and National Development (New York: Allen & Unwin, 2000), 97. 16 Leslie Butterfield, Enduring Passion: Story of the Mercedes Benz Brand, (New York: Wiley Publishers, 2005), 55 Surname 10 abundantly added the abeyant of the citizenry in purchasing the Mercedes-Benz C-Class. Generally, the aerial purchasing adeptness of the ambition bazaar for Mercedes Benz Chic C in Singapore has facilitated aerial amount of adherence to the product, back this artefact has been empiric to embrace their claimed and affairs needs.

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